Side Effects of Launching
So why should you launch? The obvious answer is to make money… I know that’s why I did it when I first started out all those years ago. And while money is nice (I don’t think anyone will argue with that!), there’s a bunch of other really cool things that start to happen when you launch…
So, I love launches. I absolutely love launches. I love the, just putting something together that's just going to create massive value for people, and then just have them fall in love with you and fall in love with what you're delivering to them, and then making an offer. I absolutely love it.
On the other hand, the thing I hate is what I call “hope marketing,” and that's where you put all the work into creating something and you just put it out there and hope people will show up. It's like that movie Field of Dreams – build it and they will come. But the reality is, if you follow “build it and they will come,” they're not going to come. I've seen so many failed businesses where they just sort of created something and put it out there and hoped. It doesn't work that way. You have to launch.
There's an absolute magic in the start of anything, whether it's a baby being born or a marriage or a graduation. There's a magic in the start, and that's what a launch celebrates.
I love the idea of the way we do launches, where you just create huge value for people before you ask for the sale. The reality is, most people aren't going to buy from you, but how cool is it that you create so much value in the world in your prelaunch, even for those people that don't buy from you.
I think that's awesome, and that's why I just go overboard with my, like my launch master class that's coming up. That's why I'm talking about this.
We're just a few weeks out. It actually starts… here's the date. September 12th is the start of the Masterclass. We're going to do a full live session. In fact, the entire Masterclass is going to be live. I'm going to deliver somewhere probably around 12 hours of free content plus downloads. On and on and on, it's going to be awesome. I can't wait to do it, because there's magic in a launch.
This is the deal… every business, when you're starting out, whether you're starting out in a new business or whether you have a new product line or a new offering or a new service or a new membership site or a new piece of artwork or a new book… when you're starting out, you need two things. One is momentum, and the other is cash flow. And when you do a launch right, that's what you get. You get all kinds of momentum and cash flow right from the beginning.
Plus, another huge benefit, generally you get a big list-build from your launch. It's, I think, the best way, and when I look back on … I've been building email lists since 1996. And if you added up all those people that have opted into my lists, those hundreds and hundreds and hundreds of thousands of people in all the different markets I've been in, I'd say about 80% or 90% of my opt-ins have come during launches. Because when you get out there and you start sharing great content, great prelaunch content, that becomes, well, it becomes viral. People start to sort of talk about you, and you start to get new leads in.
You also get incredible positioning. When you go out there and you start teaching in your prelaunch for free, and you're giving away great stuff for free, there's massive authority in positioning. People start to see you as the expert, as the trusted expert. How can they help but trust you when you're delivering value before you even ask for the sale?
And then there's the thing I call the “launch echo,” and that's all the extra benefits that come to you after launch. So again, you're putting yourself out there, you're creating great prelaunch content. The world is seeing you deliver that great prelaunch content, and all of a sudden, other things start to come up. Other things after the launch. Things like, maybe it's speaking gigs, or maybe it's invitations to podcasts, or maybe it's people want to promote for you, they want to be your partner – your affiliate partner. Or maybe they want to be your content partner, or maybe they're asking you to be part of their product. There are all kinds of things that come to you that go beyond the dollars you make. Those are some of the reasons I absolutely love launches.
My launch Masterclass is coming up. You should absolutely keep your eye out. I'm going to be sending an email out about how to join our notification list. It's going to be absolutely free. I personally think I could charge, just for this free training, probably between $500 and $1000. And I know marketers throw around all kinds of numbers all the time, but this is legit. Like last year, after our Masterclass, people were actually asking to buy the free material. They wanted us to package it up and let them download it because it was such a high value.
So the Launch Masterclass, save the date. September 12th. I think it's going to be 4:00 pm Eastern. I'm going to be live, I'm going to be doing a full out training and there’s going to be three more live trainings, plus there's going to be videos, there's going to be downloads, there’s going to be a Facebook group, it's going to be awesome. So save the date, September 12th, and let's go get ‘em this week.